Negative word of mouth is something most businesses try to avoid, It could affect the reputation and vision of a company in a consumer’s mind. The success of a company lies in the connection of a product or service with a satisfying good image that has been formed on the back of consumer’s mind. This image can be the result of a positive past experience or the good reputation a company already has. On the other hand, negative word of mouth specifically in social media has the power to destroy the reputation of a company, because of the fast and wide spreading of a crisis in no time. This research will answer the question of how is the market value of a company affected by viral negative sentiment in social media? Focusing on the case study of United Airlines crisis 2017. We show that viral negative sentiment can have a short term effect over a company’s market value, but might not affect in the long term in a counter-intuitive manner.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kth-209444 |
| Date | January 2017 |
| Creators | Wahba, Gina |
| Publisher | KTH, Industriell Marknadsföring och Entreprenörskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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